| dc.contributor.advisor | 張卿卿 | zh_TW |
| dc.contributor.advisor | Chang, Ching Ching | en_US |
| dc.contributor.author (Authors) | 欒雯婷 | zh_TW |
| dc.contributor.author (Authors) | Luan, Wen Ting | en_US |
| dc.creator (作者) | 欒雯婷 | zh_TW |
| dc.creator (作者) | Luan, Wen Ting | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 17-Apr-2012 09:07:21 (UTC+8) | - |
| dc.date.available | 17-Apr-2012 09:07:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Apr-2012 09:07:21 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097452011 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/52707 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 97452011 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 近年來遊戲與廣告結合的方式逐漸成為熱門的廣告行銷手法。遊戲式廣告（Advergaming）顧名思義就是廣告與遊戲的結合，利用消費者尋求娛樂的目的，企業主將品牌相關訊息整合成遊戲形式出現，希望消費者透過遊戲達到娛樂效果的同時，也能夠達到產品資訊或品牌認知的說服效果。 本研究檢視國內外對於遊戲式廣告的相關研究以及實務業者概況，試圖探討遊戲式廣告中的娛樂性、遊戲內容─產品特性的一致性、首尾頁品牌與產品資訊的有無對於記憶與態度的效果，以及認知專注（Cognitive Absorption）是否中介影響廣告溝通效果。 研究結果指出，娛樂性高低確實會影響產品特性記憶、遊戲態度與廣告態度。娛樂性亦會透過認知專注影響廣告態度，當娛樂性越高時，遊戲者會有越高的認知專注，也就越投入在遊戲之中，因而造成越佳的廣告態度效果。另一方面，娛樂性與遊戲內容─產品特性的一致性交互作用則未顯著。 另外，研究者發現首尾頁是否有品牌及產品資訊會影響受測者的記憶效果，當首尾頁有資訊的狀況下，受測者會有較佳的產品特性記憶與品牌記憶。而且在娛樂性與首尾頁品牌與產品資訊的交互作用下，當遊戲式廣告為高娛樂性，首尾頁有品牌與產品資訊可以顯著提升受測者的產品特性記憶效果。因此，研究者建議實務業者未來在操作遊戲式廣告時，若是能在遊戲的首尾頁放上品牌與產品資訊，就不必擔心遊戲的高娛樂會消彌消費者對於品牌與產品的記憶效果。 | zh_TW |
| dc.description.tableofcontents | 第一章 前言............................. 6 第一節 研究背景 ................... 6 第二節 研究動機與目的.................. 8第二章 文獻探討 .......................10 第一節 遊戲式廣告.........................10 第二節 娛樂性（Entertainment）........15第三章 研究假設 .......................28 第一節 研究架構 ....................29 第二節 研究假設 ....................29第四章 研究方法 .......................32 第一節 研究方法的選擇..................32 第二節 實驗設計.......................32 第三節 變項與概念化操作 .............38第五章 研究結果與分析.......................49 第一節 樣本數量與描述性統計................49 第二節 信度檢驗..........................52 第三節 操弄檢定..........................56 第四節 研究結果..........................58第六章 結論..............................72 第一節 發現與討論......................72 第二節 學術貢獻與實務貢獻...............75 第三節 研究限制與未來研究建議............77參考文獻....................................79附件...................................... 84 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097452011 | en_US |
| dc.subject (關鍵詞) | 遊戲式廣告 | zh_TW |
| dc.subject (關鍵詞) | 娛樂性 | zh_TW |
| dc.subject (關鍵詞) | 一致性 | zh_TW |
| dc.subject (關鍵詞) | 認知專注 | zh_TW |
| dc.subject (關鍵詞) | Advergame | en_US |
| dc.subject (關鍵詞) | Entertainment | en_US |
| dc.subject (關鍵詞) | Cognitive Absorption | en_US |
| dc.subject (關鍵詞) | Congruity | en_US |
| dc.title (題名) | 遊戲式廣告效果的探討：遊戲娛樂性高低與一致性（遊戲內容─產品特性）對廣告記憶與態度的影響 | zh_TW |
| dc.title (題名) | The effects of advergames: an exploration of entertainment and the congruity between game features and product attributes. | en_US |
| dc.type (資料類型) | thesis | en |
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